Share information on new product features and company news (sparingly).

Entertaining visual posts are more important than ever on all social channels, but especially on Facebook and Instagram.

And remember, your followers don’t want to be hit over the head with company news 24/7. Promotional posts are great occasionally if they fill a need for your customers.

Include posts that ask questions, offer amazing facts, show followers what’s in it for them, and spark discussion.

Measure

As we mentioned earlier, remember to measure what’s working and what needs more attention on your social channels.

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Let’s say you’re most interested in reach and engagement on Facebook.

Depending on how you organize your calendar, you’ll want to track this information regularly (weekly, monthly) over time via Facebook Insights.

Report this data somewhere in your social media calendar. The same goes for each social network you manage.

Likewise, Google Analytics can also help you track social media traffic to your website. Feel free to list this information somewhere on your calendar, too.

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Bottom line: If you track what matters to you, you’ll be more successful on social media. Start small—but start somewhere.

Maintain

Even the best social media calendar won’t compensate for haphazard posting habits. Consistency is key.

“No one will want to follow you if the most recent post on your profile is from two years ago. A consistent posting schedule shows potential followers you are invested—meaning a follow will be worth their time.” – Shannon Tien, Hootsuite

By all means, be realistic about what you can create and post. This is particularly true if you’re the only one posting.

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Think of your social media calendar as a continually evolving document. More than that; think of it as a valuable record of your efforts to connect with followers and grow your business.

Finally, remember: You can always adapt your social media calendar to work for you. Otherwise, what’s the point?